Entertainment

Would You Subscribe To Your Own Cereal Creation?

Puffed quinoa? Mini cookies? Maybe throw in some blueberries, cinnamon or chia seeds? Whatever you want in your breakfast bowl, a newly hatched startup called Cerealize wants to sell you a subscription to it.

The startup's eleven founders met at the start of an unusual hackathon called The Startup Bus on Tuesday. They've spent the past four days alongside other teams of entrepreneurs putting together a pilot site — while in transit to South by Southwest in Austin.

"We basically haven't slept in four days," says co-founder Falon Fatemi. "And we have been partying while launching a startup. It's a bonding experience."

Why cereal? It's easy to mass customize and it sells for much more than it costs to make. Similar companies have been started for granola and soda for the same reasons.

Cerealize plans to sell custom 16 ounce boxes for $8 each, and customers will be able to choose to have their favorite blends delivered regularly.

Only four days from its inception, the idea is still far from a launch date. Co-founder Jonas Huckestein says the site might fulfill preorders made on the pilot side manually before it builds machines to do it automatically. But placing an order with a four-day-old startup is always less than a solid bet.

If you happen to live in Germany, you could instead get your custom mail-order cereal fix from a similar company that's established there. But if you're in the U.S., you were out of luck — until Cerealize. Huckestein says Cerealize (or at least a handful of its copious co-founders) now wants to bring that system stateside.

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